There are two primary reasons why most Account Executives (AEs) struggle to convert prospects into qualified meetings through their prospecting sequences:
- The content is poor
- The sequences are limited to a single channel (often email-only)
Many AEs either don’t use sequences at all, or they rely on generic templates created by their marketing departments. Others hesitate to pick up the phone, opting to hide behind email, and even fewer attempt to create tailored videos to engage prospects.
Worse still, the majority of AEs stop prospecting after just three touches, when, on average, it takes eight touches to secure a meeting. This lack of persistence, combined with subpar content and limited outreach methods, leads to missed opportunities and failed prospecting efforts.
The Solution: A Multi-Channel Sequence Framework
To overcome these common pitfalls, implementing a multi-channel approach that combines email, phone calls, and video can significantly improve the chances of reaching and engaging the right prospect.
A well-structured sequence might look like this:
- 6 emails
- 3 phone calls
- 1 video
- All spread over 20 days
Each message in the sequence should be unique, designed to educate and nurture the prospect rather than simply following up or bumping the last message without adding any value. The goal is to build rapport and demonstrate value at every step of the process.
Why This Works
- Personalisation: Each communication should be tailored to the prospect, addressing their specific needs and challenges. Generic content fails to capture attention in today’s crowded inboxes.
- Multi-channel outreach: Relying on email alone limits engagement opportunities. By incorporating phone calls and videos, AEs can connect with prospects through multiple touchpoints, increasing the likelihood of a response.
- Persistence: Research shows it takes an average of eight touches to secure a meeting. A carefully planned sequence that spans multiple channels over 20 days ensures that AEs stay top of mind without overwhelming the prospect.
A multi-channel, personalised approach delivers better results than generic, email-only sequences. When AEs are equipped with a solid framework and the right tools, they can dramatically improve their prospecting success and convert more leads into qualified meetings.
This method has been tested across multiple industries and is proven to work, helping AEs book meetings with senior executives and increase overall sales effectiveness.
